SVG Tourism Authority names Annette Mark as new CEO

Annette Mark has been named the new Chief Executive Officer of the St. Vincent and the Grenadines Tourism Authority (SVGTA). In her new role, Mark will focus on enhancing marketing efforts and raising awareness of the destination’s 32 islands and cays.

“It’s truly the gem of the Caribbean,” Mark shared with PressToday during an interview at Sandals Saint Vincent & the Grenadines. “I’ve traveled to almost every Caribbean island, and while each has its own uniqueness, St. Vincent and the Grenadines stand out because we offer two distinct experiences. Mainland St. Vincent is rich with mountains, flora, fauna, and black sand beaches, while the Grenadines boast coral reefs and some of the most stunning white sand beaches in the world.”

One of Mark’s immediate priorities is to address the damage caused by Hurricane Beryl to parts of the Grenadines. Her focus will be on restoring affected accommodations, attracting more yacht enthusiasts, and improving the overall visitor experience.

“Marketing is another key area for me,” Mark stated. “We are bringing on two new marketing professionals to help us benchmark against other Caribbean tourism authorities. We are also considering rebranding, re-messaging, and re-tooling our approach. It’s going to be a busy year pulling all of this together.”

Before her appointment, Mark served as the executive director of Invest SVG, where she was responsible for attracting foreign direct investment to the archipelago. Her impressive career includes roles as legal counsel with the Office of Drug and Money Laundering Control Policy, and chief of immigration for Antigua and Barbuda.

During her tenure, she was also appointed as the governmental expert for Antigua and Barbuda for the Working Groups of the Implementation Review Group of the United Nations Convention Against Corruption (UNCAC) and the Mechanism for the Implementation of the Inter-American Convention Against Corruption (MESICIC).

“A strategic plan and marketing plan were developed for the Authority before I arrived, so the groundwork is already in place,” Mark explained. “Our next step is to implement the most effective elements and prioritize accordingly. We also need to focus on data collection and analysis to guide our marketing strategies.”

The director of sales for Canada at the St. Vincent and the Grenadines Tourism Authority,Shelley John, highlighted the importance of maintaining year-round airlift from Canada.

“This is the first year since Covid that we’ve had consistent year-round flights from Canada,” John noted. “We’ve seen positive trends from Canada, and ensuring consistent flights is crucial because last year we faced interruptions.”

The recent opening of Sandals St Vincent & the Grenadines, the first all-inclusive resort in Saint Vincent, has boosted airline confidence in committing flights to the destination. “Occupancy rates are generally very high,” Mark added. “We plan to collaborate closely with our hotels, especially Sandals, given their powerful marketing reach.”

To further drive year-round demand, Mark is exploring the potential of festivals to attract visitors. “We’re considering what events we could introduce,” she said. “I’m thinking about a week-long celebration of music, food, and fashion.”

This new chapter for the St. Vincent and the Grenadines Tourism Authority under Mark’s leadership is set to strengthen the destination’s appeal and enhance its presence in the global tourism market.